BK Social Media Comm Plan

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Transcript of BK Social Media Comm Plan

Andrea JohnsonShannon MurakamiShayna CooperstoneXiao Luo Burger King Social Media Communication Plan Strategies To isolate the incident with the the affected area and address the concerns of those directly affected in the area To address any concerns of consumers outside the affected area in order to maintain peace of mind in all of Burger King’s customers. Purposes and Objectives Isolate the incident in our messagingEstablish peace of mind through controlled transparencyReinforce commitment to providing quality food in our statements Burger King needs a Social Media plan. If there is a case of food contamination due to a problem within the BK supply chain, how can the company get a handle on the situation within 72-hours using social media? Our number one priority is customer safetyBurger King is committed to providing consumers with their best burger experience Crisis Burger King consumers who use social mediaFood investigation organizationsMajor news outletsBurger King's employees Tactics FAQ LinkWill consolidate concern consumersYoutube A statement made by CEOReddit Q&A session with PR representativeFacebook/ Twitter Timeline (72 Hours) d Key Audiences Day 1 Hour 1 and 2Discover where the problem stems from and if it is an isolated incident.Begin monitoring social media sitesHours 3-7Contact affected stores and address any employee questionsHours 7-12Speak with corp. legal counsel and begin working with CEO for Youtube statementHours 12-24Pitch to Reddit regarding Q&A with CEO or head of BK PRPrepare CEO/PR rep. with possible questions and potential answers for Reddit session Begin FAQ internet page to lunch before day's end Day 2 Day 3 Launch an apology statement on its social media site: Remain active on Facebook and Twitter. Give concerned parties access to FAQ site to make answer any concernsMonitor siteDeliver the key message on the social media site. If story gets picked up by major news site:Monitor people’s response to key messages Manage varying customers responsesCreate a BK online communities on its social media site. Increase and enhance the interaction between the BK and its customers on its social media site. Work with food investigation organization to prevent problem from occurring in the futureInform customers that actions are being taken and BK is working with the investigation group.Monitor social media sites What was the reaction to the statement? Escalation? De-escalation? Deletions? Bans? Evaluation Points How many people viewed our posts compared to number of comments? Adjust the plan accordingly. Based on a sense of de-escalation, which social media site returned to its normal state more quickly?Did customers feel heard? PR Team Will manage and provide consistent reputation communicationGeneral in-house lawyerWill handle any legal issues Key Messages What could have made our customers feel more appreciated/hear?